Success on Social Media
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The document outlines essential strategies for achieving success on social media, highlighting the importance of engagement, content development, and effective communication. It discusses various platforms, including Facebook, LinkedIn, Instagram, and YouTube, and provides tips on content creation, scheduling, and analytics for businesses. Additionally, it emphasizes setting clear goals and objectives, understanding target audiences, and leveraging both organic and paid marketing strategies.
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Success on Social Media
- 1. The Key to Success on Social Media 14.02.2017
- 2. Samantha Singer Marketing Consultant Australian Business Consulting & Solutions p. 02 9458 7074 e. [email protected] w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing
- 3. • Australian Business Solutions Group is the commercial division of the NSW Business Chamber • Marketing Success is our Marketing Division • We’re Independent, • we’re not-for-profit • 2nd oldest company in Australia – over 190 years old
- 4. Overview • Why use Social Media? • What options are out there? • Marketing 101 • Marketing Strategy • How to Communicate on Social Media • Scheduling Tools • Community Management • Analytics • Paid marketing
- 5. Why Social Media is important • The Australian Population is on Social Media. • Of our approx. 24.25 million Australian citizens there are 15 million monthly active users on Facebook. • That’s 61% of the total Australian population that’s active monthly on Facebook alone. Statistics compiled by SocialMediaNews.com.au for November 2016
- 6. You’re familiar with these, right?
- 7. Do you also know these?
- 8. Time for a Deep Dive
- 9. What is social media? • Interaction amongst like-minded users online • Content: create, share, engage • Part of the overall marketing mix • Requires its own unique communication style • Brands and businesses need to be engaging and resonate with their followers
- 10. How engaged are you? • Which channels are your target audience using? • Content – are your posts engaging and shareable?
- 11. SMALL BUSINESS? You don’t need to do it all
- 12. • Launched in 2003 • Bought by Microsoft in 2016 for USD $26.2 billion • Over 106 million monthly active users
- 13. LinkedIn • LinkedIn is where you want to share your Business related content. • The more ‘serious stuff’ • Key Tip: Look at your marketing objectives over the next 6-12 months. Think of the people you need to connect with to achieve those results and use LinkedIn to connect with those individuals. Keen to learn more about LinkedIn marketing? Come along to a 1:1 session!
- 15. YouTube • Launched in 2005 • Bought by Google in 2006 for USD $1.65 billion • Over 3 billion searches per month • 2nd largest search engine in the world
- 16. What can you do with Video Demonstrate Products/Services Your customers can see what they’re getting in action before they buy Create Community YouTube is a tool to share and engage with customers. Give your customers a way to get to know you and your brand Demonstrate Expertise Build your reputation as an expert in your field.
- 18. Facebook • Founded in 2004; Mass launched in 2006 • Over 1.8 billion monthly active users • The most popular social networking site in the world (by number of active users) • In 2016 Facebook launched Facebook Live • A third of Australian FB users are aged 45+ Keen to learn more about Facebook marketing? Come along to a 1:1 session!
- 20. Twitter • Launched in 2006 • Over 310 million monthly active users • Growth declined in 2015 • In 2016 Twitter changed its character limit – no longer counts links and images • The key to success on Twitter is to react in real- time and to leverage the news and popular agenda
- 22. Instagram • Launched in 2010 • Bought by Facebook in 2012 for USD $1 billion • Over 500 million monthly active users • 90% of Instagram users are younger than 35
- 24. Snapchat • Launched in 2011 • Over 150 million daily active users • 73% of Snapchat users are Millennials
- 25. Pinterest • Launched in 2010 • Over 150 million monthly active users • 85% of Pinterest users are female • Commonly used by wedding planners, cake decorators, home decorators, florists, tourism boards, etc • Great for sewing the initial seed (idea) and for brand awareness
- 26. Google + • Launched in 2011; Several redesigns since • Over 111 million monthly active users • 60% of Google+ users are male • Massive SEO Benefits
- 27. Periscope • Launched in 2015; Owned by Twitter • 10 million + accounts • In 2016 Periscope launched GoPro live streaming
- 28. So how do you get what you want out of social media? • Marketing 101 • Know your goal • Have SMART Objectives • Identify your audience • Run a competitor analysis • Present yourself effectively
- 29. Know your Goal: Increase website traffic: Share your web content on Social and drive traffic to your website with calls to action. Increase sales: Social Selling has taken off. Customers enjoy conversations, transparency, and a bit of ‘give and take’; the more interested you are in your customers, the more interested they will be in your brand. Increase newsletter sign-ups: Keep your leads ‘warm’ by updating them with your latest offers/company news. Improve customer service: These days, many people will vent on social media before even picking up the phone, so it’s important that you have procedures in place to deal with complaints effectively and efficiently.
- 31. Represent yourself Effectively • Your profile page is your shop window. So use it effectively to tell your audience who you are, what you do and what’s going on now. • Catch the eye of passing traffic.
- 32. Your “Instore” Layout • If someone lands on your page can they easily tell who you are, what you offer? Can they locate your opening hours and contact information? Can they look at product images? Can they view a menu or pricelist? What about customer referrals? • Give your customers everything they could want and make it easy to find – make that user experience an enjoyable one. VS
- 35. Strategic plan Who are we hoping to engage? Why will they join? How will we engage them? What is our social media purpose? What are our content pillars? What are our content themes? What is our unique tone of voice? What is our personality/character on social media? What are we FOR and what are we AGAINST? What are our rules of engagement?
- 36. Action steps • Set targets and objectives • Identify channels • Agree frequency • Allocate resources • Plan on a page
- 38. Considerations • Targeted communications: inspire, inform, engage and convert • Create an emotional pull • Tone of voice: project your brand personality
- 40. Emotional pull • Use imagery and copy that stirs up emotions and lures interest via an emotional pull (i.e. emotional engagement) – placing the fan right in the situation, helping them to visualise themselves there / using your product or services, and inviting them to enjoy the experience for themselves • To do this you need to understand what your fans are looking for – what are their pain points, what are their desires
- 41. Tone of voice • Ask yourself… what is your brand personality? What differentiates your brand from your competitors? • Your brand personality needs to be reflected within all communications, social media included
- 43. Considerations • Brand pillars • Message categories • Content pillars • Content themes
- 44. Example: BRAND PILLARS Key Messages CONVENIENCE XX is available 24/7 and services all areas of metropolitan Sydney SERVICE XX promises to deliver a prompt, quality and reliable service PRICE XX is competitive on price and will beat any competitors price MESSAGE CATEGORIES Weighting CONTENT PILLARS PRODUCTS & SERVICES 60% XX for homes XX for businesses TACTICAL 20% Deals & Special Offers Competitions & Promotions Events AUTHORITY 20% Tips & Suggestions Case Studies Leverage News Agenda CONTENT THEMES #SydneyXX Here For You #PriceMatch
- 45. A note on hashtags… • Focus on a few strategically chosen hashtags to increase content presence and reach new audiences • Hashtags shouldn’t be too long or too corporate • Hashtags shouldn’t always be included mid-post – think about readability
- 46. User generated content • People trust people, not brands • Provide opportunities for customers to share your business / products via their own social media • Provide opportunities to acquire and connect with customers on an ongoing basis
- 47. Tips: • Use online tools like Canva to create professional looking cover images and designs posts • Source high quality images from Shutterstock • Use the Facebook Image Text Check (facebook.com/ads/tools/text_overlay) to check whether your post images pass the 80/20 rule
- 49. When to post • Facebook Insights provides information on when your fans are online – look for trends on popular days and times
- 52. or Online Tool:
- 54. Community management • Roles & responsibilities • Published customer service agreement • Fan response plan & escalation policy
- 55. ANALYTICS
- 56. Analytics
- 57. Reporting • Fans/followers • Reach • Engagement (incl. including engagement rate) • Customer response • Trends & content learnings
- 60. 36. SMM • acquire more fans • increase engagement • encourage click-throughs to your website • advertise on a CPL/CPA or CPC basis • control the budget and per action cost
- 61. Online advertising • Brands and businesses in Australia spend more advertising dollars online, than in any other channel • 45% of all adspend in Australia is spent online – almost $6 billion annually
- 63. LinkedIn • Sponsored Content • Sponsored InMail • Dynamic Ads • Text Ads
- 64. YouTube • Display Ads • In-Video Ads • Pre-Roll Video Ads
- 65. Facebook • Page Post Engagement • Page Likes • Clicks To Website • Website Conversions • App Installs • App Engagement • Event Responses • Offer Claims • Video Views • Local Awareness • Slideshows • Carousel Adverts • Dynamic Ads • Lead Ads
- 66. Twitter • Followers Campaign – CPA • Website Card – CPC • App Card – CPD • Promoted Tweets – CPE • Video Views – CPV • Leads Campaign – CPL
- 67. Instagram • Photo Ads • Video Ads • Carousel Ads
- 68. Snapchat • Snap Ads • Sponsored Geofilters • Sponsored Lenses
- 69. Samantha Singer Marketing Consultant Australian Business Consulting & Solutions p. 02 9458 7074 e. [email protected] w. marketingsuccess.com.au f. facebook.com/marketingsuccessau t. @AusBusMarketing Thank You
Editor's Notes
- #36: Your strategy is designed to answer these questions?
- #38: Writing a Facebook Post, a LinkedIn Post or Tweet isn’t the same as writing an email or a PR Release – you need to speak according the medium you’re using.
- #53: Schedule posts across multiple social media channels Automate your posts Combined analytics and insights Automatically generated reports Manage workflows and permissions Get content ideas Single inbox to make community management easy